How To Train Your Dragon: The Hidden World POS AR
Teaming up with Universal Pictures, The Mill created a point of sale AR effect to promote the sale of the How To Train Your Dragon: Hidden World DVD.
As a targeted effect, users can point their camera to the POP Display and trigger a portal that will transport them to The Hidden World, with Toothless and Light Fury flying through the tunnels with them.
| Brief
Universal Pictures approached us after a successful AR effect, to help with their new and third installment of the How To Train Your Dragon saga. They wanted an effect to go along their Point of Sale displays for the DVD sales of the movie. Armed with instructions, users could point to the main image in the corrugate and trigger the portal that would open up to show Toothless and Light Fury flying alongside each other.
| Highlights
This was a great project that combined a more complex AR effect based on a trigger image, with traditional animation we had to do to replicate the dragons’ flight pattern
CREDITS
Production: The Mill Experience
Executive Creative Director: Rama Allen
Executive Producer: Desi Gonzalez
Lead Producer: Paula Ceballos/La-Râ Hinckeldeyn
Production Coordinator: Oliver Schwarz
Associate Creative Director: William Arnold
Art Director: Tetsuro Mise
Developer: Yash Kapani
Animator: Jeff Lopez
Modeling / Look Dev: Damian Kwiatkowski